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Your Customers

August 30, 2025

Who are your customers? Do you value them as customers? As people? I guess the big question is- Do you know them? Most business owners think they know their customers because they did the market research when they started their company to identify their ideal customer.

But as a business grows and evolves, their ideal customer changes. They are growing and evolving too. Here’s the problem. In a world where we value automation and buying back our time, both good things, we tend to forget about human to human contact.

Tech Support?

Think about this. You just subscribed to a popular software platform. You use the product for several weeks and then something goes wrong. You have a glitch that you can’t solve yourself. What do you do? You attempt to contact tech support. Tech what? Tech support. You know, the people you have always called when you have a tech issue with a product. You search the website and the only thing you can come up with is a chat bot down in the corner. A chat bot! No phone number. And lately, not even an email address. How do you feel when you discover the people you’re sending money to every month don’t want you talking to them?

Almost There

Now chat bots are fine if they can solve your problem. But when they can’t solve it, that’s where the problems start. Some companies send you to a person and they start an email conversation. Almost human to human contact. But how do we know it’s not AI emailing you. And there’s a good chance that’s exactly what it is.

Typing is very laborious and time consuming when you’re trying to explain a complicated problem especially if it’s urgent. It’s much easier to talk. But you can’t really automate talking. Well, not so fast. Now you can automate talking because AI can mimic a human voice really well. But there’s still something missing.

Human Contact

All this is to say people crave human contact. I love AI and I use it for certain things (writing newsletters is NOT one of them). But there is no substitute for person to person contact. That’s why online paid communities are becoming a huge business. People want to know other people. And if you actually get to know your customers and talk to them or someone on your team talks to them, you have a better customer. They will be more loyal to your brand and will recommend you to their friends and family because someone made the effort and went that extra mile and made contact. They trust you now.

Imagine how impressed a customer would be if you personally took the time to check in on them just to say hi and see how your product was working for them. Now I know there could come a day when there are too many customers for you to do that with everyone. But what if every day you and your team each picked out 2 or 3 customers to call and say hi? That’s a lot of good will you would be building. Human to human contact is a momentum builder. Word spreads that you are a real person and you care about your customers. Remember, your customers are the most important part of your business!

That's it for this time. See you next week!

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